A Fix for AI Coca-Cola Ad to Help the Audience See the Story

Services for Real Estate Pros with R. Michael Brown LLC Digital Marketing & Public Relations

If you do advertising for your real estate business, check out this case study of this ad to learn how to do advertising better. A breakdown of this awesome Coca-Cola Masterpieces Ad and how to make it better... What do you think?

The new Coca-Cola Masterpiece “AI generated” ad has been widely praised for its special effects (some of which are AI generated) and all the masterpiece artwork that was used.

But, I can’t help but feel that a little less focus on the effects and more on the storytelling would have resulted in a stronger ad.

The agency that produced the ad failed by assuming too much about what the audience would perceive from the ad - that they would "get" the story on first-viewing, or would care by the end after the rollercoaster ride of special effects.

One or two additional shots at the beginning would have made the story clear to the first-time audience right from the start and made the ad psychologically connect more with the audience.

I think they could have "fixed" the storytelling part by first establishing what the main character was doing - creating a drawing in a museum and looking for inspiration. All they needed to add was a closeup on his notebook while his pencil is stopped on the drawing and then cut to a point-of-view (POV) of him scratching his head. Plus, change his expression along the way during the story.

With those additional 3-5 seconds, the story would have been more clear from the beginning. The way the ad is now, you don't really get that story until the end when the ad it over. After establishing the plot from the beginning, the audience would then enjoy the imagining the main character goes through. 

Storytelling needs to be at the forefront of any creative campaign and I commend Coca-Cola for their innovative approach to using amazing artwork and AI.

The ad certainly made you wonder who was going to get, and throw, the product next. In that case, it was very successful at making you focus on the Coke bottle over and over again.

Here at R. Michael Brown LLC, we focus on the story FIRST. Out motto: "More Storytelling - Less Marketing" is our primary objective, because folks relate to stories more than ads or commercial messages. Once we have a strong story in place, then we do the images and special effects.

Our Storytelling Craft Outline - With Coke's Plot Added

I use a standard Three-Act Play Outline to create a plot for all story based content in video, animation, and web text/print. Help the audience connect with the story.

See More Including the Full Case Study [R. Michael Brown Consulting]

Comments (2)

Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker/REALTOR® - Kalispell, MT
Helping your Montana dreams take root

Interesting. I liked the ad and got what it was about, but that may have been because I read your explanation first - I'm not sure!

May 20, 2023 04:58 AM
R. Michael Brown
R. Michael Brown LLC Digital Marketing & Public Relations - Lake Placid, FL
Communication that increases sales!

I had to watch the ad three times before I got the full story. A lot going on so hard to comprehend in just under two minutes. It's a remarkable ad. But nobody should have to watch it more than once to get the story.

May 22, 2023 08:25 AM